Viewable Billing

By Alejandro Correa

Billing off viewable impressions (we’ll call it “Viewable Billing” in this paper) is one of many complex strategies that could lead to improved media performance. Although there are many approaches to the implementation of Viewable Billing, we believe that most advertisers will benefit by holding their publishers to Viewable Billing standards and pay only for impressions that can be measured as “in view” according to MRC/IAB criteria. In this Viewpoint, we will describe the main implementation options for Viewable Billing and outline how different marketing organizations should consider adopting viewability metrics.